“A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT WITH SPECIAL
REFERENCE TO SUGUNA AUTOMOBILES, COIMBATORE”

CHAPTER - 1
INTRODUCTION
1.1 ABOUT THE STUDYAn organisation, whether a business or an industrial enterprise need customer for its survival and growth. The success and failure of an organization depends on its customers. So it is utmost duty of any organizational member to look after their customer’s needs and wants and make them satisfied with their product or service. It is ideal from any organizations part of view that customers are the only assets.

A customer is a person who adopts and uses a product or service which fulfil his requirement. Customers are us! Everyone is a customer. A customer will not be a customer all the time and even not be a consumer of the same product or services.

CRM stands for customer relationship management. It is a process or methodology used to learn more about customer’s need and behaviour in order to develop strong relationship with them. The more useful way to think about CRM is as a process that will help bring together lots pieces of information about customers, sales, marketing effectiveness, responsiveness and market trends.

CRM helps business use technology and human resources to gain insight into the behaviour of customers and value of those customers.
DefinitionCustomer Relationship Management (CRM) is specific software that allows a company to measure and control contacts with customers. CRM can be used for controlling contacts with a customer either by phone, fax, mail and e-mail. The data collected can be used for research and analysis of the customer relationship.

1

MeaningThe Customer Relationship Management is the procedure that is crucial for every business. As the customer is the most important part of the business, the CRM is the procedure that analyzes the contact with the customers in a call center for example. Using CRM, a business can:



Provide better customer services



Increase customer revenues



Discover new customers



Cross sell / up sells products more effectively



Help sales staff close deals faster



Make call centres more efficient



Simplify marketing and sales process

It is not suddenly that the business managers have realized that the customer is supreme or the need to render personalized service. However, it was not possible to address the preferences of a massive group of widely dispersed individuals. Neither tools nor the technology was available. The smart business managers did the next best thing, which was to conduct a market research and classify the market info broad segments with different preferences. The product managers would (and still do) then position their products catering broadly to these segments.

CEO’s are realising those who are not able to come up with effective CRM strategies risk being edged out of business. Customer is the king and the business strategies must be built for ensuring customer loyalty. It costs six times more to create a new customer than retain and old one.



Increased sales revenues.



Increased responsiveness.



Increased win rates.



Increased margins



Reduced cost

So building rapport with the customers and creating a friendly service oriented environment leads to a good customer relationship management.
2

1.2 ABOUT THE INDUSTRY
T wo Wheelers in India
India is the second largest producer of two-wheelers in the world. In the last few years, the Indian two -wheeler industry has seen spectacular growth. The country stands next to China and

Japan

in

terms

of

production

and

sales

respectively.

Majority of Indians, especially the youngsters prefer motorbikes rather than cars. Capturing a large share in the two -wheeler industry, bikes and scooters cover a major segment. Bikes are considered to be the favourite among the youth generation, as they help in easy commutation.

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...INTRODUCTION
Customerrelationshipmanagement or well known of CRM, its application that able companies to move towards becoming centred organisation by giving priority to the customer at the centre of all the information and also giving the authorised to the people within the organisation. CRM also is a customer-focused business strategy that designed to optimize customer loyalty and revenue. A company CRM builds a customer list or handle customer support cases, they taking it under CRM activities.
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CRM is often thought of as a business strategy that enables businesses to:
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Retain customers through better customer experience
Attract new customer
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CRM in customer contact centers[edit]
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...A Strategic Framework for CustomerRelationshipManagement
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This article explores the plethora of literature available on CRM and relationship marketing and emphasizes the need for a single, process-based framework that helps in making a comprehensive CRM strategy followed by its successful implementation. The objective is to highlight CRM’s role in enhancing customer value and, in turn the shareholder value. Various CRM and marketing experts, who provide their views in the article, emphasize the need for a cross-functional, process-oriented approach which identifies three alternative perspectives of CRM within a holistic organizational context. They try to identify five key cross-functional CRM processes starting from a strategy development process, followed by value creation process, multichannel integration process, an information management process, and in the end performance assessment process. Based on these 5 pillars, they put forward a new conceptual framework specifying the roles and functions associated with each element in the framework.
Summary:
CRM is a strategic approach that is concerned with creating improved shareholder value through the development of appropriate relationships with key customers and...

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...SYNOPSIS
ON
CUSTOMERRELATIONSHIPMANAGEMENT PRACTICES
IN SERVICE SECTOR– A COMPARATIVE STUDY OF L.I.C & BANKING IN WARANGAL
SUBMITTED TO
THE DEPARTMENT OF COMMERCE AND BUSINESS MANAGEMENT Dr. B. R. AMBEDKAR OPEN UNIVERSITY
FOR ADMISSION INTO
Doctor of Philosophy
By
SHRAVAN KUMAR KURAM
DEPARTMENT OF COMMERCE AND BUSINESS MANAGEMENT
Dr. B. R. AMBEDKAR OPEN UNIVERSITY
HYDERABAD ( A. P )CUSTOMERRELATIONSHIPMANAGEMENT PRACTICES IN SERVICE SECTOR - A COMPARATIVE STUDY OF LIC & BANKING IN WARANGAL
INTRODUCTION
Today many businesses such as insurance companies, banks and other service providers realize the importance of CRM and its potential to help them acquire new customers, retain existing ones and maximize their lifetime value. At this point, close relationship with customers will require a strong coordination between IT and marketing departments to provide a long-term retention of selected customers.
CRM is a modern approach to marketing. It focuses on the individual consumer. Customer is the king; therefore, the products and services have to be offered in such a way that they suit the needs and preferences of the customer.
CRM is a sound business strategy to identify the insurance company’s and banks most profitable...

...systems, customerrelationshipmanagement, and supply chain management are three enterprise applications. Enterprise systems are based on a suite of integrated software modules and a common central database. Enterprise systems utilize enterprise software to support financial and accounting, human resources, manufacturing and production, and sales and marketing processes. Enterprise systems provide many benefits including an enterprise-enabled organization, improved management reporting and decision making, a unified information systems technology platform, and more efficient operations and customer-driven business processes.
Supply chain management systems help an organization better manage its supply chain, including planning, sourcing, making, delivering, and returning items. Supply chain management software can be categorized as a supply chain planning system or as a supply chain execution system. A supply chain planning system enables a firm to generate demand forecasts for a product and to develop sourcing and manufacturing plans for that product. A supply chain execution system manages the flow of products through distribution centers and warehouses to ensure that products are delivered to the right locations in the most efficient manner. Supply chain management benefits include improved customer service and...

...paradigm shift Discuss (30)
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...CRM - CustomerRelationshipManagement
Article Index
1. CRM - CustomerRelationshipManagement
2. CRM: What are the benefits?
3. CRM: Deciding to use CRM
4. CRM: Applying CRM principles
5. CRM: Implementing the right CRM solutions
6. CRM: Further information and useful links
Introduction
Customers are key to all businesses, regardless of size or industry.
Successful businesses build their reputation based on long term relationships with satisfied customersCustomerRelationshipManagement (CRM) is a business philosophy, not just a technology - understanding your customers' needs enables you to build better relationships and increase sales.
Practicing CRM helps you stay close to existing customers and win new ones.
Although a sound customer relations strategy has to come first, it can be effectively supported by technology, such as CRM software.
CRM: What are the benefits?
Excellent customer service is about being aware of customer needs and reacting to them effectively. CRM helps you to understand, anticipate and respond to your customers' needs in a consistent way, right across your organization.
Practicing CRM requires an efficient and integrated internal...